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Representing Taxonomies: What am I looking at here?

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"Representing Taxonomies: What am I looking at here?" Presentation by Rachel Lovinger at the 2007 Semantic Technology Conference.

"Representing Taxonomies: What am I looking at here?" Presentation by Rachel Lovinger at the 2007 Semantic Technology Conference.

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  • 1. Representing Taxonomies: What am I looking at here? By Rachel Lovinger Semantic Technology Conference 2007 May 23, 2007 Photo by Sarah Jane Rhee
  • 2. • Introduction • The Mission • Approaches • Future Directions • Resources ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 1 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Photo by Rachel Lovinger
  • 3. About Avenue A | Razorfish Largest independent interactive consulting firm in the U.S. 2000 professionals with average of 10+ years experience Bring together core disciplines of business strategy, user experience design, program management and technology. Pioneers and recognized experts around a user-centered, insight-driven approach to designing web experiences Deep technology experience in content management, portals, e-commerce, personalization, and business intelligence 2005 AdAge™ – Best Interactive Media Agency of the Year Offices in 11 U.S. cities, Europe and Asia/Pacific: -Atlanta -Seattle -Austin, TX -Berlin -Boston -Frankfurt -Chicago -London -Ft. Lauderdale -Paris -Los Angeles -Hong Kong -New York -Shanghai -Philadelphia -Sydney -Portland, OR -Tokyo -San Francisco -Kobe ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 2 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 4. Representing Taxonomy Is About… How to help your project stakeholders understand and work with large, complex sets of taxonomy data ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 3 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 5. What We Won’t Be Covering • How to get approval to do taxonomy work as part of a project • How to build a taxonomy Note: Domain expertise not required ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 4 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 6. Formula for Successful Taxonomy Building Deliverable Design + Communication “Politics and consensus building are the toughest aspects of building a taxonomy” ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 5 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 7. Terminology • Taxonomy • Stakeholders • Classification • Contributors • Controlled Vocabulary • Subject Matter Experts • Ontology • Editors • Metadata • Client • Authority File • Boss • Attributes • Dimensions • Facets • Glossary • Thesaurus • Page Inventory • Sitemap • ----------- ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 6 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 8. • Introduction • The Mission • Approaches • Future Directions • Resources ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 7 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Photo by Tom Marscado
  • 9. You Want to Create a Data Driven Site What makes these concepts work? Citegraph MoMA Allmusic ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 8 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 10. Citegraph Citegraph MoMA Allmusic ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 9 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 11. MoMA Contemporary Voices Citegraph MoMA Allmusic ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 10 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 12. All Music Guide Citegraph MoMA Allmusic ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 11 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 13. Your Mission • The site needs taxonomy data • The taxonomy needs decisions made by experts Citegraph MoMA Allmusic How do you facilitate & document those decisions? ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 12 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 14. • Introduction • The Mission • Approaches • Future Directions • Resources ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 13 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Photo by Yu Kizawa
  • 15. When Do You Start? Aligning taxonomy building with the web development process Web Dev Build Live Concept Wireframes Design Phase Taxonomy Detailed Groundwork Dimensions & Usage & Tasks Taxonomy & High Level Relationships Maintenance Communication ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 14 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 16. What Do You Need From Stakeholders? • Get approval for data • Get expert input • Build partnership and ownership • Distributed communication ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 15 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 17. Concept Phase Key Question: What is the site about? Web Dev Build Live Concept Wireframes Design Phase Taxonomy Detailed Groundwork Dimensions & Usage & Tasks Taxonomy & High Level Relationships Maintenance Communication Tip: Start building consensus as early as possible. ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 16 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 18. Do the Groundwork To make good taxonomy decisions, the stakeholders need to know: • What does your audience want? • What does your site need to do? • How are other people doing it? • Do you have some data to start with? • What can you learn from the way people use the site? Summarize your findings in a brief document ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 17 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 19. Demonstrate Functionality In Action Example: Robust faceted navigation ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 18 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 20. Prepare the Stakeholders to Think Like Taxonomists The less abstract the work is, the more engaged they’ll be: • Define taxonomy terms and concepts • Tell them exactly what the taxonomy will do • Give them the context for making decisions • Be specific about what you need from them ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 19 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 21. Use Humor to Make It Less Intimidating ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 20 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 22. Taxonomy Documentation Styles • Diagram • Outline • Spreadsheet • Other Tables Not great for people • XML • RDF • N-triples ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 21 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 23. Communicating About Taxonomy Documentation • “How to use this document” instructions • Talking points for distributed communication • Track important decisions ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 22 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 24. Wireframe Phase Key Question: How is the information organized? Web Dev Build Live Concept Wireframes Design Phase Taxonomy Detailed Groundwork Dimensions & Usage & Tasks Taxonomy & High Level Relationships Maintenance Communication Tip: Use real taxonomy data in the wireframes ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 23 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 25. Diagram Format: Structure • Dimensions • Polyhierarchy • Relationship details • Not effective for showing nodes ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 24 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Illustrations - Peter Morville, as seen in Ambient Findability (O’Reilly Media).
  • 26. Dimensions Fashion Magazine Stores Fashion Entertainment Beauty Gifts Holidays & Locations Brands People Occasions ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 25 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 27. Polyhierarchy Fashion Magazine Stores Fashion Entertainment Beauty Gifts Supermodel TV Host Holidays & Locations People Occasions Heidi Klum ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 26 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Photos © Bravo TV & NBC Universal. All rights reserved.
  • 28. Relationship Structure ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 27 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 29. Relationship Sample Data ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 28 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. The Departed © Warner Brothers; The Queen © Miramax. All rights reserved.
  • 30. Not Effective For Showing Nodes ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 29 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 31. Outline Format: Limited Detail Fashion Products Pants Accessories Cropped Belts • Hierarchical Jeans Hats Shorts Gloves Tailored Scarves • Dimensions and Shirts & Blouses Socks Long-sleeve Umbrellas narrower terms Short-sleeve Wallets Sleeve-less Bags T-shirts Clutch Shoes • Dozens of Makeup Bags Boots Shoulder Clogs nodes, not Suitcases Sneakers Tote Flats hundreds Weekend Bags Mules Coats & Jackets Pumps Blazers Sandals Parkas Slingbacks Ponchos Slippers Raincoats Sweater-coats Trench-coats Vests ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 30 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 32. Wireframes With Fake Taxonomy The functionality isn’t accurately represented, if the data is completely made up. ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 31 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 33. Use Real Sample Data ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 32 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 34. Design Phase Key Question: What’s the actual data? Web Dev Build Live Concept Wireframes Design Phase Taxonomy Detailed Groundwork Dimensions & Usage & Tasks Taxonomy & High Level Relationships Maintenance Communication Tip: Prototype the data. ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 33 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 35. Spreadsheet Format: Extensive Data • Many nodes • Faceted • Few dimensions • Some Attributes • Less effective for complex relationships ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 34 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 36. ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 35 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 37. Spreadsheet – Pivot Tables ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 36 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 38. Other Tables: Attributes • More familiar • Many relationships • Defined template • Labor intensive ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 37 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 39. Prototype Created with MindManager ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 38 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 40. ` Taxonomy Deliverable Design Tips • Appropriate level of detail • Don’t try to do it all in one • Make it appealing to look at • Make it familiar ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 39 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 41. ` Too Much Detail ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 40 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 42. ` Not Enough Detail ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 41 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 43. ` Taxonomy Deliverable Design Tips • Appropriate level of detail • Don’t try to do it all in one • Make it appealing to look at • Make it familiar ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 42 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 44. ` Multiple Deliverables Working Together ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 43 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 45. ` Taxonomy Deliverable Design Tips • Appropriate level of detail • Don’t try to do it all in one • Make it appealing to look at • Make it familiar ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 44 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 46. ` Hard To Look At = Hard To Understand Too Busy Clean & Comprehensible ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 45 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 47. ` Taxonomy Deliverable Design Tips • Appropriate level of detail • Don’t try to do it all in one • Make it appealing to look at • Make it familiar ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 46 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 48. ` Use Design Elements Associated With The Project ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 47 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 49. Build Phase & Live Key Question: How do we make sure this taxonomy is used properly and is still relevant in six months? Web Dev Build Live Concept Wireframes Design Phase Taxonomy Detailed Groundwork Dimensions & Usage & Tasks Taxonomy & High Level Relationships Maintenance Communication Tip: If they don’t own it, they won’t use it. ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 48 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 50. Get Ready to Hand It Over • How to use the data for content creation • How to maintain the taxonomy ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 49 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 51. Tagging Guidelines • Define the terms • How to apply the tags • Affect on the site ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 50 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 52. Change Management Plan • Definitions and guidelines • What kind of changes can be made • Who can make changes • How to assess the impact of changes • How often changes will be made ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 51 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 53. • Introduction • The Mission • Approaches • Future Directions • Resources ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 52 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Photo by Rachel Lovinger
  • 54. Future Directions • Best Practices • Prototyping tools – Easy to use – Support flexible data structures – User-friendly presentation • Adoption of standards ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 53 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 55. • Introduction • The Mission • Approaches • Future Directions • Resources ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 54 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Photo by Dave Gorman
  • 56. Resources • Glossaries – Taxonomy Glossary on CMS Wiki – Metadata? Thesauri? Taxonomies? Topic Maps! – A paper on Topic Maps that includes a good overview of these terms. By Lars Marius Garshol of Ontopia. • Selling Taxonomy – Dublin Core Metadata Initiative – includes business cases, ROI presentation, etc. – Taxonomy today, ROI tomorrow – By David Berlind, ZDnet • Constructing Taxonomy – ANSI/NISO Z39.19 - 2005 Guidelines for the Construction, Format, and Management of Monolingual Controlled Vocabularies (PDF) – Developing and Creatively Leveraging Hierarchical Metadata and Taxonomy – by Christian Ricci, Boxes & Arrows • Existing Taxonomy Data – Thousands of OWL documents are indexed in Google. Add “filetype:owl” to your search and see what comes up. ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 55 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 57. Resources • Prototyping – MindJet® MindManger® - commercial mind mapping software – FreeMind – open source mind mapping software – Bubbl.us – an online brainstorming tool – TopBraid Composer™ - a commercial tool for building ontologies and semantic web applications – Protégé – an open source ontology editor • Shared Knowledge – Taxonomy Community of Practice – CM Pros – Content Management Community of Practice – Semantic Web Interest Group • Information Design – Edward Tufte – VisualComplexity.com – Information Aesthetics ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 56 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 58. Thanks To the colleagues who shared their examples, insights and feedback. And to these flickr.com users who made their images available through Creative Commons: Sarah Jane Rhee Some rights reserved. Tom Mascardo Some rights reserved. Yu Kizawa Some rights reserved. Dave Gorman Some rights reserved. Rachel Lovinger Some rights reserved. ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 57 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent.
  • 59. Questions? Rachel Lovinger rachel.lovinger@avenuea-razorfish.com ©2007 Avenue A | Razorfish. All rights reserved. This material contains confidential and proprietary information of Avenue A | Razorfish and Page 58 may not be reproduced, distributed or disclosed, in whole or in part, without its express consent. Photo by Rachel Lovinger